At the Apollo, crowds demand their '50 Shades'

Last Saturday night in Chicago, three theatrical producers from out of town (one American, one Canadian, one British) all showed up to see the same show. They were joined by one of Broadway's more powerful booking agents, who was seeing the show for a second time, and by two leading press agents and one of the several Chicagoans known for investing money in commercial shows.

They were attracted — as is invariably the case with their breed — by the sight of long lines of hundreds of people, several excited folks thick, snaking down the sidewalk, with everyone pushing and shoving to get into the theater before all the seats were gone. They knew this crowd had been attracted almost entirely through a few social-media deals and pitches. Very little money had been spent on advertising.

So what was the occasion? The latest Robert Falls-directed Eugene O'Neill extravaganza at the Goodman Theatre? One of Broadway in Chicago's pre-Broadway tryouts? Some hot little show in the Steppenwolf Garage Theatre?

Nope, nope and nope.

This was the scene at the Apollo Theater, right before the start of "50 Shades! The Musical." This was a production of a long-established musical sketch-comedy troupe named Baby Wants Candy. Baby Wants Candy plays the Apollo every weekend; they had never ever seen a crowd like this.

Ah, the power of a brand. Ah, perhaps, the power of semi-safe, woman-friendly, soft pornography. Who knew so many Chicagoans were so curious about E.L. James and her revelations of the pleasures of sexual bondage?

Not only had very little money been spent on advertising, but also very little money had been spent on the show. There was no set to speak of — the show was playing on top of the set for "Million Dollar Quartet," which was pushed behind a curtain.

This piece was a little collection of modestly amusing sketches and original songs, partly celebrating the daring raunch of the original book (few of the musical numbers have printable titles), and partly lampooning its central characters. The actor playing Christian, the studly hero of the book's fantasies, came with a potbelly. There was an especially amusing ditty about the relationship between physical and emotional needs, which actually took on the implications of the book in a most amusing way. The performers were all perfectly solid, but it was not hard to imagine any one of hundreds of Chicago sketch-comedy types being able to do this show.

We all watched three women read the book — and then see what they were reading more or less come to life. Everyone kept their clothes on, mercifully, but dirty songs abounded. A couple of male dancers showed up and cavorted a little in the background. That's not enough for all these women in the audience, I thought to myself. They're looking for more.

Well, who knows what people are looking for when they go to the theater? Whatever the intimations of this little show — which, in all honesty, was also a very good laugh that did at least come with a live band and an original score — it was impossible to resist the fervor with which it was received. Behold, I said to the woman next to me, a license to print money.

"Thank God for the parody laws," one of the producers said to me a little later. Although "Fifty Shades" actually is a British book, you're on much safer territory under the protection of the First Amendment. Actually, the show started at the Edinburgh Festival in Scotland, where it came and went pretty quickly. But Baby Wants Candy is a Chicago company, and this idea came from this city.

The hope now is to roll it out across the country. Producers, of course, are worriers by trade. And there was much talk Saturday about whether or not this book was of the moment — soon to flame out — or erotica with some actual staying power. Time will tell.

Alas for the bar sales at the Apollo Theater — where the bartender was mobbed before the show — this was a one-weekend-only event. But fear not, "50 Shades" fans. This weekend, the show is moving to Skokie, where everyone will find out if the same lustful hearts beat en masse beyond the city limits. Based on what I saw last Saturday night, I'd put down money that they do.

And if you don't like to leave the city? There's a second show, "Spank! The Fifty Shades Parody," coming next week to the Royal George Theatre. I'll let you know about what happens there in a few days. Or maybe you'll find out for yourself.